Investigating the Effect of Competition Intensity and Management Support on the Adoption of Social Media and Its Impact on the Business Performance of Small and Medium-Sized Enterprises (Case Study: Garment Manufacturers in Tehran Province)

Document Type : Original Article

Authors

1 Graduated from Marketing Management, Shahr-e-Quds Branch, Islamic Azad University, Tehran, Iran

2 Department of Business management, Sh Q.C., Islamic Azad University, Shahr-e Qods, Iran

3 Department of Business management, Sh Q.C., Islamic Azad University, Shahr-e Qods

10.22098/j9032.2026.20009.1063

Abstract

The main objective of this research is to investigate the impact of competition intensity and management support on the adoption of social media and its effect on the business performance of small and medium-sized enterprises (SMEs) in Tehran Province. This study is applied in terms of its purpose, and descriptive-survey and correlational in terms of data collection method. The statistical population of the present study includes managers and employees of garment manufacturing companies under the domestic brands Hakopian, Salyan, and Zagros Poosh, totaling 2,400 individuals. A sample size of 331 participants was determined using Morgan’s table and selected through convenience sampling. The data collection instrument in this study was a standardized questionnaire by Ahmad et al. (2018). Data analysis was performed using structural equation modeling and SPSS26 and SMART-PLS software. The results of the study showed that, from the perspective of the studied statistical population, competition intensity has a positive and significant effect on social media adoption, management support has a positive and significant effect on performance, management support has a positive and significant effect on social media adoption, and social media adoption has a positive and significant effect on the business performance of SMEs in the garment industry of Tehran Province.

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A Review of Theorizing of Behavioral Sciences
Volume 2, Issue 4
October 2025

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